Gama Innovation Award: Purex Power Shot Laundry Detergent

Gama Innovation Award: Purex Power Shot Laundry Detergent

Gama Innovation Award – Packaging

MANCHESTER – 16th December 2015: This month, the Gama Innovation Award – Packaging goes to Purex Power Shot Laundry Detergent and its innovative 'auto-dosing' feature.

New in the USA from Henkel,  Purex Power Shot Laundry Detergent is promoted as "a no-mess, no-guesswork solution to laundry care".  Instead of manually measuring the liquid into a cup, consumers simply flip the bottle upside down to release the correct amount of detergent for one regular laundry load. Once the liquid is released from the lid, the dosing section is said to automatically refill, ready for the next use.

"Traditional laundry powders and liquids have struggled in the US over recent years, with consumers increasingly opting for the simplicity of single dose pods", commented Gama editorial director Tom Warden. "For companies with a strong presence in traditional formats, convenience-focused packaging innovation such as Henkel's 'flip and dose' technology could be one route back to growth".

Image source: Henkel / Gama (montage)


About Gama Innovation Awards

Gama Innovation Awards recognise outstanding innovation in the FMCG space.

Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts.  Winners are chosen through a panel vote based on a shortlist of innovative products.


Notes to editors

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Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or

About Gama

Gama is a global provider of business information and services specializing in product innovation. Through our worldwide network of over 100 in-country experts, we offer high-quality news, research, analysis and partnering services, delivering compelling insights and supporting you to unlock new business opportunities.


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